[Dabur –Chyawanprash]

Promotion Mix
[Pallavi Rajaram Dhole]
Roll Nob. 10
GIBS B School, Bangalore

To: Prof. Tripathi Ma’am

Product :
• Dabur India ltd is fourth largest FMCG company in
India.
• Dabur chyamanprash is a popular Ayurvedic health
supplement.
• It was started wit regular variant, now comes with
different flavours such as Orange, Mango, Chocolate
and Mix fruits.
• It is derived from 2500 year old Ayurvedic formula
which is Totally Chemical Free, Natural and Safe.
• It includes herbs like Amla, Giloy, Brahmi and 40 other
natural ingredients clinically tested to boost immunity.
• It protects from Cold, Stress, Cough and infections and
help to improve immunity power.
Target Audience :
• Targeting Undifferentiated: One product for every age group
Age Kids : 5 -12 Teenagers : 13 – 19 Adults : 20 and
above
• For the growing kids: In today's competitive environment, your
children are under high pressure to excel. Dabur Chyawanprash
enriched with herbs like Bala not only gives immunity for physical
fitness, but also keeps them mentally fit.
• For the competitive youth: Modern life keeps you extremely busy.
Challenges demand you to be active and efficient. Dabur
Chyawanprash with Kesar and Varahikand keeps you active and
rejuvenated at all times.
• For ever-busy housewives: Being the 'homemaker', you have to be
fit in order to shoulder all responsibilities. Dabur Chyawanprash with
the goodness of Amla and Haritaki helps you to stay in control.
• For the old aged: Old age weakens you physically and mentally.
Dabur Chyawanprash with Amla, Guduchi and Punarnava provides
natural anti-oxidants that strengthen your immune system while
keeping you mentally agile.
Promotional Goals :
• Bollywood Big B Amitabh Bachchan (2011) to
Indian Cricket Skipper M.S.Dhoni (2012) and
now Bollywood star Madhuri Dixit (2013)
endorsed the brand Dabur Chyawanprash
• They offer free sampling.
• They provide buy 1 get 1 free offer.
• They sometime offers extra quantity at same
price.
Promotional Budget :

• The company spent 8.7% of its revenue

on advertising and publicity in the quarter
ending June 2020. 

• Dabur India Limited spent Rs 130 crore

on advertising and publicity in the first
quarter of FY21, 22.2% less than Rs 167 crore
in the same period of last year.
Marketing Channels :
 Off Market :
• Free health check- up, movie screenings, spot
sales
• Outdoor – Bus hoardings, Billboards.
• They also have a swsathya chetna abhyaan
• News Paper.

 Online Market :
• TV ads – Released in many local languages
• Social Media – FB page, promotion itself as a
shield against change in weather.
• Google Ads, YouTube Ads, Twitter, Redio.
Marketing Message :
• Dabur has always been called
one od the ‘thought leaders’ in
the advertising industry with
its campaigns putting out a
strong message about Hot to
lead a healthy lifestyle and
Why is it important to do take
care of oneself, even more in
current times.
• Dabur Chyawanprash
advertising journey has been a
testament to the fact that
traditional brand too can adapt
to the changing times and di it
well.
Promotional Mix Layout :
Promotion Mix :
• Advertising : Mainly they focusing on
Television.
• Personal selling : They also have a swsathya
chetna abhyaan and now days person can buy
from Dmart and stores.
• Sales Promotion : They are promoting mainly
related to Health.
• Public Relation : After buying from online
maintained pop up screen of Feedback and
maintaining team for feedback too.
• Direct Marketing : Offers in store and Dmart.